Stop Calling It Ghosting: You’re Just Not Following Up
Think you’ve been ghosted by a sales prospect? Think again. In this post, I’m sharing why most “ghosting” is just bad follow-up and how a 7-touch plan can turn your silence into sales.
You’re Not Being Ghosted, You’re Just Giving Up Too Soon
Let’s talk about ghosting in B2B sales. And no, I’m not talking about that guy from Hinge who stopped responding after you mentioned your five-year plan. I’m talking about sales ghosting—that haunting feeling when your prospect disappears into the abyss after one lonely email.
But here’s the thing: it’s probably not ghosting.
It’s a weak sales follow-up strategy.
You’re not being rejected—you’re just not following up. Enough. And if you're serious about learning how to close sales deals, that’s where the work begins.
The Real Definition of Ghosting (and Why It’s Not Happening to You)
Merriam-Webster defines ghosting as “the act or practice of abruptly cutting off all contact with someone (such as a former romantic partner) usually without explanation by no longer accepting or responding to phone calls, instant messages, etc.”
Notice that little part in parentheses? “Such as a former romantic partner”?
Exactly.
That part does NOT apply to the workplace. So let’s stop acting like a single unreturned email is the professional equivalent of being left on read after a first date.
The 7 Touch Rule: It’s Not Creepy, It’s Sales
I genuinely believe it takes seven asks to get a yes. Read that again. SEVEN.
I once had a client tell me they were struggling with being ghosted. “How many times did you follow up?” I asked. “Just once,” they said.
Nope. Not ghosting. That’s just…giving up.
And sure enough, when he asked a second time, guess what happened? The deal moved forward.
A miracle? No. A sales strategy? Yup.
Why You Think It’s Personal (It’s Not)
Let me gently say this: you’re not that important to them right now. Your prospect isn’t sitting around plotting how to ignore you. They’re just busy. Overwhelmed. Buried in work. Probably ignoring their mom’s texts too.
And while you’re sitting there making up stories about why they haven’t replied, they’re relying on you to stay front of mind.
They need you to follow up.
They want you to follow up.
They’re just not going to ask you to follow up.
So What Does 7 Asks Look Like?
Here’s what a not-at-all-haunting 7-touch sales follow-up plan can look like:
Email #1 – The intro or pitch
Call #1 – Voicemail is fine
Email #2 – Reference the voicemail
LinkedIn DM – Friendly nudge (not creepy)
Text – Millennials and Gen Z, I see you
Call #2 – Quick check-in
Email #3 – Wrap it up with a CTA or ask for closure
You can space these out like this: Day 1, Day 4, Day 7, Day 14, Day 21, Day 30, and then a final follow-up at the 60-day mark when they realize they miss you.
💥 Pro Tip: Be Bold, Drop In
Depending on your business and relationship with the prospect, an unannounced office drop-in might just be the bold move you need. (Bonus points if you bring coffee. Or donuts. People love donuts 🍩)
Use Tech to Stop Playing Guessing Games
If you’re not using the right tools in your sales process, everything you’re assuming is just that—an assumption.
That’s where HubSpot (aka my favorite sales wingman) comes in. You can literally see when someone opens your email. You’ll know if they clicked your proposal. You can even automate your follow-up so you don’t have to keep ghostbusting manually.
Want to see how it works? Schedule a demo with me here. I’ll show you how to automate your follow-up and stay spooky-season free all year long.
TL;DR: You’re Not Being Ghosted. You Just Stopped Following Up.
Let’s be clear: If you haven’t followed up at least seven times, it’s not ghosting. It’s poor sales hygiene.
It’s easy to take silence personally, but in business, silence just means “not yet.” It doesn’t mean “no.” It doesn’t mean “never.” And it definitely doesn’t mean “I hate you and hope you trip over a Zoom cable.”
So get your calendar, map out those 7 touches, and keep going. Because the only thing scarier than ghosting?
Leaving a deal on the table. 🎃
Let’s make your follow-up strategy scream success. Book a call and I’ll help you build your own 7-touch plan and show you how to automate it with HubSpot. Schedule here.
About Lisa Proeber
Lisa Proeber is the force behind The Middle Six®. With more than 20 years of high-performing sales experience, she brings a breadth and depth of knowledge to her solo venture. The Middle Six® is not a gatekeeper; it opens the gates for anybody to learn how to succeed at sales. Sales is not a dirty word; it's equal parts art and science, starting from the bottom up. Ready to become a salesperson with a roadmap in hand? Join us, and let's make waves together.
